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Ningaloo coast region visitor statistics: collected for the Ningaloo destination modelling project

Jones, T., Hughes, M., Wood, D., Lewis, A. and Chandler, P. (2010) Ningaloo coast region visitor statistics: collected for the Ningaloo destination modelling project. Cooperative Research Centre for Sustainable Tourism, Gold Coast, Qld, Australia.

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This Ningaloo Destination Modelling Project report provides the latest information about the characteristics and behaviours of visitors for the tourism industry, managers, and other research projects based in the Ningaloo Coastal Region. This region is defined as the coastal areas between Exmouth town site and Carnarvon town site in the Gascoyne region in the northwest of Western Australia. The Ningaloo Destination Modelling (NDM) project is a collaborative project between researchers from seven Australian universities and the Sustainable Tourism Cooperative Research Centre that will deliver a scenario planning tool that assesses the social, environmental and economic impact of tourism planning strategies in order to assist tourism planning in a region that relies on its unique natural attractions. The project is part of the Ningaloo Collaboration Cluster of projects and sits within the CSIRO Wealth from Oceans Flagship. The Ningaloo Destination Modelling project is cofounded by the STCRC and the CSIRO.

The scenario planning tool is a numerical model of tourism, run through the computer modelling program Vensim, that relies on statistics that were gathered both through collaboration with other projects and collected by researchers affiliated with the project. This includes statistics from 1574 visitor surveys distributed between July 2007 and September 2008. While the visitor surveys were primarily collected for the purpose of providing reliable statistics for the model, they are also the most comprehensive resource available on visitors’ characteristics and behaviour in the region. This technical report provides access to these statistics.

Statistics are provided for the region as a whole and also divided into six subregions. The report includes an introductory chapter outlining the broader research program, the methodology employed to collect the statistics and background information on tourism to the region. The final two chapters provide information on three broad visitor types identified through factor analysis, and an estimation of tourism expenditure in the region. Based on the surveys, we estimate that expenditure in the region for the year ending September 2008 was $141 million, with 179,352 visitors staying for an average of 9.92 nights. Average nightly expenditure was $79.46. This is consistent with Carlson and Wood’s (2004) earlier study in the region that estimated annual expenditure to be $127 million.

Publication Type: Report
Publisher: Cooperative Research Centre for Sustainable Tourism
Copyright: © Cooperative Research Centre for Sustainable Tourism 2010
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